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Scratchpad: Dos and Don'ts

Fran Kennish, "In-Game Advertising Dos and Don'ts", iMedia Connection, March 3, 2006 Highlights (verbatim): Do's: - A brand's presence should enhance the gaming engagement - Brand and commercial content must be relevant to the game - Brands should feel like a natural part of the game - Customization can strengthen gamers' engagement with a brand - In-game communication must be measurable Don'ts: - Assuming video games will work with any brand - Interrupting, delaying or inappropriately altering game-play with in-game communication - Imposing on gamers' attention with communication that doesn't add to the game - Assuming real-world creative will work within a video game environment - Considering "advergames" as an inexpensive way of reaching a gaming audience. People: Fran Kennish (fran.kennish at mecglobal.com) is senior partner, director of strategic planning at MEC MediaLab, part of Mediaedge:cia. Questions: - How to integrate brands into worlds that are not originally "brand-friendly", such as fantasy environments? - If an ad or a branded item fits too seamlessly into the game, will it be overlooked and it's desired effect minimized?



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1 Comments:

csven said...

I just traded emails with Joyce over at Holywood2020 and that first question was kind of in the mix. There is an answer.

3/04/2006 02:49:43 PM  

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